Indisputably, Ganni made Copenhagen fashion week a thing. Today, Danish designers and brands are nearly as important as the names we know from the four capitals – New York, London, Milan and Paris. Just see how many people you follow on Instagram went to Copenhagen this week! There’s even the Danish it-girls clique, that has a distinct, eclectic look. I mean the most unprecedented (and sometimes simply ridiculous) combinations of floral tea-dress, plastic bags, hair scrunchies and kitschy, vintage mules.

But back to the topic. Ganni’s spring-summer 2019 was the show that every ‘influencer’ went to. This clothing label, founded by wife-and-husband duo Ditte and Nicolaj Reffstrup, brings an alternative version of Scandinavian style – a ‘no no’ to cold minimalism. Ditte, who is the creative director, likes florals, slip dresses, ruffles and big knits, and tends to balance all those with heavy, off-duty accessories. Shortly, Ganni follows every trend alert, does good styling tricks and keeps it all quite affortable (the price point is slightly below Acne Studios). That’s why I’m on fence with the label’s phenomenon – it’s not as much fashion, as a thoroughly considered image of the so-called ‘Ganni girl’. Spring-summer 2019 wasn’t different in that aspect. Inspired by camping and  travelling by foot in overall, Ganni went for bucket hats, sporty outerwear (made in collaboration with 66 North), trekking boots, prairie dresses, dyed denim and camo backpacks. The venue, done under the direction of Ana Kras (you might know her as @teget on Instagram), as well suggested something connected to travelling: cars and boats covered with nylon canvas, and the huge space filled with transport containers. It all worked, and you surely will want to pull off every second look next summer. But somehow, I can’t help, but think of Ganni as of a very Instagrammable and undemanding label.

Collage by Edward Kanarecki.